Goodreads helps you keep track of books you want to read.
Start by marking “Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers” as Want to Read:
Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers
Enlarge cover
Rate this book
Clear rating

Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers

3.75 of 5 stars 3.75  ·  rating details  ·  53 ratings  ·  3 reviews
"Marketing Metaphoria undresses the mind of the consumer to reveal the powerful, unconscious viewing lenses that shape what people think, hear, say, and do. These lenses are called "deep metaphors" and they populate the unconscious mind. Understanding how people use deep metaphors will help you develop new products, launch innovations, enhance purchase and consumption expe ...more
ebook, 230 pages
Published May 6th 2008 by Harvard Business School Press (first published April 1st 2008)
more details... edit details

Friend Reviews

To see what your friends thought of this book, please sign up.

Reader Q&A

To ask other readers questions about Marketing Metaphoria, please sign up.

Be the first to ask a question about Marketing Metaphoria

This book is not yet featured on Listopia. Add this book to your favorite list »

Community Reviews

(showing 1-30 of 156)
filter  |  sort: default (?)  |  rating details
Joe Tippetts
Gave it three stars because I like the ideas. I like the precursor book, "How Customers Think" a lot more. The main idea is the concept of deep metaphors. These metaphors drive human behavior and span all cultures. From an advertising perspective, to the extent you can address the deep metaphors that are most important to a personality type, you will be more persuasive.

The problem is that it's hard to take practical ideas from the book if you don't have a million dollar market research budget.
Lauren
Very cool discussion into the subconscious thoughts and needs of consumers.
Kristen Kolb
Great insight, albeit it verbose.
Kristin Chong
Kristin Chong marked it as to-read
Nov 06, 2014
Tim
Tim marked it as to-read
Nov 03, 2014
Deb Weiss
Deb Weiss marked it as to-read
Nov 03, 2014
Dani
Dani is currently reading it
Oct 31, 2014
Elif Ki
Elif Ki is currently reading it
Oct 31, 2014
Rabson
Rabson marked it as to-read
Oct 30, 2014
Panhavion
Panhavion marked it as to-read
Oct 09, 2014
Harsh
Harsh marked it as to-read
Aug 27, 2014
Aubrey
Aubrey marked it as to-read
Aug 19, 2014
Jim Signorelli
Jim Signorelli marked it as to-read
Jul 31, 2014
Pedro Dullius
Pedro Dullius marked it as to-read
Jun 26, 2014
Reza Putra
Reza Putra is currently reading it
Jun 19, 2014
Sinem
Sinem is currently reading it
May 29, 2014
Eline Goethals
Eline Goethals marked it as to-read
Feb 23, 2014
Tamara Suttle
Tamara Suttle marked it as to-read
Feb 10, 2014
« previous 1 3 4 5 6 next »
There are no discussion topics on this book yet. Be the first to start one »
How Customers Think: Essential Insights into the Mind of the Market Como Piensan Los Consumidores Innovations and Organizations Creating social change (Holt, Rinehart, and Winston marketing series) Afinal o que os clientes querem

Share This Book